Outperforming the Competition in the Plasma Business

1. Planning for success

Before you even purchase property or a building to repurpose, you can plan for success. It starts with your location. Take the following into consideration:

Accessibility—Choose a location with high foot traffic, good transportation access and convenient parking. Being near residential areas, universities, medical complexes or shopping centers can increase visibility and accessibility.

Competition density—If an area is already saturated with plasma centers, new ones may find it challenging to attract donors. Limited competition is good.

Demographics—Understanding the local population is essential. Factors such as income levels, age distribution and prevalence of certain medical conditions can impact the demand for plasma donation opportunities. Target an area with a high proportion of potential donors, like college students or young adults.

Regulatory environment—Regulations vary by location. Look at licensing requirements, zoning laws and local health department regulations.

Other factors that will help you win and take planning include:

Community engagement—Building relationships with the local community can be beneficial. Plan for how you will participate in community events, partner with local organizations and engage in outreach to raise awareness about the value of plasma donation and foster goodwill among your neighbors and potential donors.

Reputation and brand recognition—You can differentiate your center from nearby competitors with a strong brand presence. If your center becomes known for excellent customer service, safety and cleanliness, along with active promotion of your values and mission, you can build on your excellent location with donor loyalty.

Marketing—prepare to spend money to attract donors. Use both traditional and digital marketing channels to reach potential donors effectively. Highlight any certifications or accreditations your center has earned.

2. Operating efficiently to delight donors—and improve productivity

If you optimize operational processes from the beginning, you can

• reduce wait times
• improve donor flow and
• make the process of donating plasma more pleasant from start to finish.

When your process delights donors, they come back. Efficient staffing, scheduling and inventory management are part of the picture as well.

Technology can help

• streamline operations,
• improve the donor experience and
• enhance data management.

You might want to offer online appointment scheduling, mobile apps and/or electronic health records.

Invest in ongoing employee training and development to ensure they are knowledgeable, skilled and motivated to deliver better service than your competitors.

3. Putting the customer (donor) at the center of your operation

Staying on top of quality, regulations and customer satisfaction can go a long way toward bettering the competition. In many ways, a plasma center is like a retail store; and as in retail, people come back to places where they are treated right.

Quality—Maintaining high standards of cleanliness, safety and professionalism will build and keep the trust of staff members and donors.

Compliance and regulations—Stay up-to-date with all relevant laws and guidelines at the federal, state and local level. This will not only foster trust, it will keep you in business and help you avoid fines and penalties.

Feedback, incentives and rewards—Use surveys and comment cards to take the pulse of donors regularly. Find out what they think could improve the experience of donating at your center. Loyalty programs, referral bonuses and branded merchandise can also encourage repeat donors.

4. Showing donors how much you appreciate them

Treating donors with respect and courtesy can also make a huge difference in how often they return:

• Be professionally friendly and polite at all times.
• Welcome them like the desired “customers” they are. Learn the names of frequent donors and greet them cheerfully by name.
• Show concern for their well-being at every step of the process (check in along the way to make sure everything is going well).
• Show caring ‘bedside manner.’ After all, donors are undergoing a medical procedure; they should be treated with the concern a medical professional would show for patient comfort, safety and welfare.
• Thank them for coming in as they are leaving. Remind them how important their time and plasma are to the manufacture of life-saving medications.

FROM THE BEGINNING, YOU CAN PUT POLICIES IN PLACE TO MAKE YOUR CENTER MORE ATTRACTIVE THAN THE COMPETITION. STOUGH CAN HELP.